AMP - Accelerated Mobile Pages

Accelerated Mobile Pages (AMP)

A staggering 40% of mobile users bounce back out of websites that take more than 3 seconds to load… And generally speaking, majority of the websites on the web today take about 10 seconds to load completely. AMP stands for Accelerated-Mobile-Pages and works towards making super-fast mobile pages giving your mobile users the best possible experience. It is an ‘open source’ initiative launched by Google into its own search engine. Malte Ubi - Tech Lead of the AMP Project at Google looks at it as a car race, where unAMPed or ‘slow-loading’ websites are left behind in the race while the ones that AMPed are uniformly and equally ahead than the rest. AMP is all about blazing fast content, that comes straight away to your screen with no delay time.

What it means to the Publisher and User

What it means to the Publisher? A guarantee of a site that performs well! What it means to the user? A great user experience! With AMP you can swipe between ‘web pages’, which is something you cannot do with your everyday browser. AMP is pretty fast. The Median Load Time measured across all AMP Pages loaded from Google search is less than 1 second. Google says it is the best fit for E-commerce businesses across the web. Not just that, eBay itself confirms having successfully tested AMP pages on its online commercials.

Performance on Slow Connections

AMP also performs considerably well as compared to other web pages—even when the user’s connection is really bad and is trying to load the biggest page on the website, it loads under seconds whereas unAMPed pages take about 22 seconds to load. AMP does not have a radically new rendering engine for documents, rather it is just a simple web page like HTML. It simply indulges in a technique called ‘Pre-Rendering’ which optimizes ‘font’ fairly quicker, taking loading from ‘fast’ to ‘instant’. Performance is proportional to user engagement in the world of web, making AMP an important aspect of mobile pages today. However, in the context of E-Commerce businesses, AMP pages only work best as Home Page, Landing Page, Related Product Widgets, Content Description Page, and so on. AMP is still not designed to optimize ‘payment and checkout’ pages.

Beyond Content

AMP is specially built to support responsive web designs. Even if your content comprises responsive images or YouTube videos, AMP makes it all look simply magical. They call it “Static Responsive Layout”. AMP works on a smart yet simple mechanism, giving a user experience that is bound to increase your conversion ratio. At Web Mavens, we’re already seeing how AMP is catching up with a substantial number of our clients, and it should be no surprise when leads at Google say that there are already six-hundred-and forty thousand webpages that have already implemented AMP. If your web pages are not AMPed up yet, we recommend that you get them done today.